12 Days of BrewDog
Christmas Loyalty Campaign
What
dvo were tasked with creating and delivering a Christmas campaign to encourage repeat visitors and collect customer data for a 7 day a week, late night venue in Camden Town.
After consulting with the venue, ascertaining their objectives and research into the current offer and sales figures, it was decided that a sponsored loyalty scheme that rewarded customers for repeat purchases was a simple and effective mechanism that could be rolled out easily on site and across the venue’s digital platforms.
How
BrewDog was selected as a suitable partner for the campaign who were happy to support the campaign. The venue offered a wide range of their products already, including gluten free and low alcohol beers and had a good relationship with their account manager.
The concept was to run across the whole of December, with a basic loyalty stamp card and data capture mechanism, with data capture encouraged with a prize draw. dvo sourced a graphic designer from their Roster of talent which aligned with BrewDog’s branding. BrewDog agreed to contribute a hamper of products and merchandise for the prize draw and covered production costs.
Customers received a stamp on their card for any purchase of a BrewDog product, getting their 12th free of charge. They also had the option to opt in for communications for the venue and BrewDog. The reverse of the card was used to promote BrewDog’s core and seasonal ranges.
“Our venue typically suffered from lack of walk-ins at Christmas, as they assumed we would be fully booked with parties. The campaign dvo delivered was simple and highly effective.” Manager, Venue
dvo supportse PR campaigns to full service marketing.
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